Senior Director – Modern Trade, Customer Strategy

The Coca-Cola Company

. Define and deploy the LATAM Modern Trade strategy across markets and bottlers .

Posted 10/10/2026full-timeMexico City • MexicoSeniorWebsite

Core Competencies

Role fit

Core Competencies

Use this summary to align your resume positioning with the role.

Demonstrates extensive leadership in Modern Trade and Commercial Planning, leveraging strong analytical capabilities to translate data and shopper insights into actionable strategies. Proven ability to influence stakeholders and drive profitable growth through strategic customer partnerships and execution standards.

Highest-signal resume keywords

Senior Leadership ExperienceCommercial PlanningCustomer StrategyAnalytical CapabilityStakeholder Influence

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Modern Trade StrategyCategory ManagementRGMSegmentationValue to MarketExecution StandardsData AnalysisBusiness Case DevelopmentPerformance TrackingCustomer Insights

Soft Skills

Excellent CommunicationRelationship-BuildingStorytelling Skills

Tools & Technologies

Digital ToolsCapability Programs

Industry Keywords

Shopper MarketingSystem EconomicsFranchise ManagementBottler ExperienceMulti-Market Operations

About the role

Key responsibilities & impact

Define and deploy the LATAM Modern Trade strategy across markets and bottlers
Build integrated commercial plans connecting shopper insights, customer needs, brand strategy, portfolio, RGM, service models, and execution standards
Lead customer strategy and value creation frameworks for priority accounts, including JBPs, segmentation, scorecards, and partnership models
Align senior stakeholders across Franchise, Customers, RGM, Marketing, Finance, Supply Chain, Digital Commerce, Capabilities, and bottling partners
Codify and scale best practices across LATAM
Use data-led insights to size opportunities, prioritize initiatives, build business cases, track value creation, and improve decision-making
Set strategic direction for Modern Trade across LATAM
Strengthen strategic customer partnerships through differentiated value propositions and mutual growth roadmaps
Translate shopper, channel, and occasion insights into category visions, assortment priorities, activation principles, and customer-facing stories
Define scalable execution standards and track growth, value share, margins, customer performance, execution quality, and capability adoption

Requirements

What you’ll need

Senior leadership experience in modern trade, customer strategy, commercial planning, RGM, category management, or related commercial functions
Strong analytical capability translating data, shopper insights, and customer performance into actionable strategies
Proven ability to influence senior stakeholders, align the system, and drive profitable growth across markets and bottling partners
Excellent communication, relationship-building, and storytelling skills with internal and external senior audiences
Experience using digital tools, customer insights, and capability programs to strengthen execution and decision making
10+ years of leadership experience in commercial planning, customer strategy, channel strategy, RGM, segmentation, VTM, innovation, key accounts, or portfolio strategy
Proven strategic, analytical, and influencing skills connecting planning, execution, system economics, and brand priorities
Bottler, franchise, customer management, or multi-market operating experience preferred
Required knowledge: Commercial Planning; RGM, Segmentation, OBPPC; System Economics
Good-to-have knowledge: Shopper Marketing; System Planning; Category Management; Supply Chain; Value to Market; Customer Management

Benefits

Comp & perks

Inclusive culture grounded in company purpose
Growth mindset and continuous learning
Travel required: 26%–50%